THE VIEW FROM MY CORNER OF THE NEWSROOM

Every once in a while, a tweet really gets my attention, proving that 140 characters really can convey a complex message. That’s what happened when a friend retweeted this gem from Fred Cuellar: “There is Always An Audience, Even If You Don’t See Them.” So true, because without an audience, there is no communication. And those 11 words work nicely with my own Golden Rule of Communication, that the most important part of any message is the receiver.

I work in a world where audience is everything. TV ratings determine how my work is judged, and how much CBS gets paid. But I believe focusing on audience is the key to success in all kinds of communication – and beyond that, I believe the communication model reaches far beyond the standard definition.

Many channels of communication

Like most writers, I spend a lot of time analyzing other writers’ messages, and over time, I’ve come to realize that just about everything falls under the broad umbrella of the communication model. Sales, marketing, customer relations, coaching, teaching, managing people, running a website – even raising children – all require effective communication.

I’ve also noticed that the common bond between most successful people – whether they are coaches, politicians, salesmen or marketers – is that they are excellent communicators. Their styles may differ, but they all understand how to connect with their audience – whether it’s one person or a million. And I believe their secret is audience awareness.

Trump’s trouble

Still, some of the best make mistakes. I’m sure Donald Trump is furious about this week’s episode of Celebrity Apprentice. In fact, I bet he’s mad enough to fire somebody.

The show featured country star Trace Adkins and two emerging singers in a clear attempt to attract country music fans. But the strategy failed, because the show ran against the Academy of Country Music Awards on CBS. How could this happen? An opportunity was lost, and a smart strategy was ruined, because somebody forgot about the audience in the middle of their planning process.

Audience awareness

Don’t worry, though, I’m not suggesting style over substance. Far from it. I’m simply suggesting that the best style, strategy and substance will all be wasted if you lose sight of your audience. Create your strategy, choose your channel, and craft your message, but always remember the receiver.

For example, if you’re designing a website, prioritize the user experience, even if that means dialing back some of the bells and whistles. On the other hand, if being on the leading edge of technology is your ultimate message, those bells and whistles may be the best way to convey it. In other words, always look at your message through the eyes of the audience – throughout the process – because what the user understands on their end is what defines how much of your intended message actually gets through.

Learning from Zappos

This is very similar to the ICEE theory of Twitter, a popular concept created by Zappos CEO Tony Hsieh. He says all Tweets should either Inspire, Connect, Educate or Entertain, which resonates for me, because it’s so similar to my own ideas about writing for TV. For years, I’ve taught writers that they should use all of their writing and video production techniques to inform, interest and entertain our viewers. Each theory is simple, focuses on the audience, and can be easily applied to other communication platforms.

In fact, Hsieh’s success showcases this communications cross-over. He’s successful in e-commerce because of an easy-to-use website, and customer-friendly policies. In other words, his success is audience-based. So, it’s no surprise that he’s also good at social media, and just about everything else. He’s simply a great communicator, who realizes that focusing on the audience works across the spectrum.

Born communicators

In reality, most of us do this instinctively. Even as kids, we knew which parent to ask for something special, when to ask for it, and how to word it. As adults, we realize some people respond better to a phone call, others to an e-mail.

Yes, it’s just common sense, but that’s really what communication is, isn’t it? You’re simply creating a message to get past any interference and connect with the audience. So, if you anticipate the interference, and adjust to avoid it, your results will be even more successful.

What do you think? Do these theories apply to your business? Or are there times when audience should be secondary to your point? I’m always interested in my audience, so please let me know what you think.